Partnership between agencies and Universidade Zumbi dos Palmares highlights racial equality at Virada da Consciência.
AGray Brazil joined forces withBSN Creatives to create a campaign to promote racial equality in Brazil. The initiative, which was part of an agenda of permanent efforts for the cause, pays tribute to the journalist Gloria Maria with the motto The glory of being free, inspired by the journalist’s life and career. The action, designed byZumbi dos Palmares Universitybe highlighted on the institution’s cultural agenda.
Manir FadelCEO yes Gray Brazil, explains that Glória Maria is one of the most admired figures in Brazilian journalism due to her boldness and multifaceted versions. She was recognized in the campaign as an icon of freedom, someone who was always free to be where she wanted and to speak about what she believed in. Her trajectory is seen as an example of determination and courage and for this reason, she became a reference.
The journalist was one of the personalities honored in the Virada da Conscincia program, which takes place in November, encompassing a wide variety of cultural and business activities and meetings, all aimed at promoting racial equality and cultural diversity in Brazil. Among the scheduled activities, the prestigious Raa Negra Trofu stands out, an award that recognizes people active in combating racism and defending the black population. During the awards ceremony, the journalist will also receive a special tribute.
I believe I speak for a lot of people when I say that Glória Maria lived and, even unconsciously, showed us the power of possibilities: seeing a black woman being free to be and do whatever she wanted, without letting the obstacles placed by society on her face. prevent us, inspires us and frees us. And that is what makes not only this work, but also everything that enriches it, so significant, explains Gabriella Batista, Content coordinator at Gray Brasil.
For George Benson AcohamoCEO yes BSN Creatives, the partnership in this action is important for developing collaborative work between the agencies: We were very happy with the invitation from Gray to create this work, which happened all the time in a very collaborative way, from the brainstorms to the final conceptions of the concept and direction of art. The teams were in synergy the entire time and in this way, we proved that it is possible and effective for two agencies to work together for the same campaign.
The creation of the action was developed by the creative teams at Gray and BSN, with illustrations by Rafael Duque. In addition to the concept and aesthetics, illustrated stamps were developed that incorporate the various faces of the communicator, capturing her versatility and boldness. Each image of the journalist is a celebration of her ability to be a chameleon, having the ability to adapt to different scenarios and cultures, highlighting the initiative’s central message of freedom.
Check out the promotional images below:
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(Illustrated by Rafael Duque)
The 6th edition of Virada da Conscincia Negra is a way of reaffirming the commitment of Universidade Zumbi dos Palmares, the first and only university in Latin America created by black people and focused on the inclusion of black people and represents the commitment to building a fairer and more just Brazil. inclusive.
According to José Vicente, rector of Universidade Zumbi dos Palmares, Virada da Conscincia has been a relevant action by the institution to contribute to strengthening the recognition and appreciation of the history and trajectory of black people, their constructions and their achievements in the development of São Paulo and the pass.
It is a fantastic intervention to raise awareness, integrate, enrich and expand bonds of affection, solidarity, respect and fraternization. With Grey’s support, we are bringing valuable, enlightening and highly relevant information to an even greater number of people, he says.
Gray Brazil
Gray is an ambitious coalition of diverse talent with one mission: to transform clients’ businesses and people’s lives through culturally relevant ideas. We are digital by nature and integrated by conviction. We work in partnership with brands that, like us, have a clear purpose and the ambition to play a significant role within society. We are part of the Gray Group (the WPP Company), one of the largest and most creative communications networks in the world. We serve one-fifth of FORTUNE 500 companies, in 96 countries. Under the mantra “Famously Effective since 1917, we continue to break new ground for our brands, across all platforms, creating consistent and true connections with consumers.
A BSN Creatives
BSN Creatives, an agency led by George Benson Acohamo, is a full service agency formed by a young, creative and truly diverse team to transform brands, instigating changes to make them increasingly relevant. In a contemporary way and aligned with a new advertising model and with society. BSN has in its portfolio projects for brands such as C&A, Renner, Banco Safra, Google, Glamurama, Jack Vartanian and Companhia Tradicional de Comércio, owner of brands such as Lanchonete da Cidade and Braz, among others.
Zumbi dos Palmares University
Created in 2004, it is a Brazilian higher education institution, the first and only university in Latin America created by black people and focused on the inclusion of black people in society. In addition to undergraduate courses, the University also offers specialization courses in Public Law, Business Law, Advertising and African Culture.
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